This counterintuitive and powerfully effective approach to creativity demonstrates how every corporation and organization can develop an innovative culture.

Want to be creative? Then think Inside the Box. The traditional view says that creativity is unstructured and doesn’t follow rules or patterns. That you need to think “outside the box” to be truly original and innovative. That you should start with a problem and then “brainstorm” ideas without restraint until you find a solution. Inside the Box shows that more innovation— and better and quicker innovation—happens when you work inside your familiar world (yes, inside the box) using a set of templates that channel the creative process in a way that makes us more—not less—creative. These techniques were derived from research that discovered a surprising set of common patterns shared by all inventive solutions. They form the basis for Systematic Inventive Thinking, or SIT, now used by hundreds of corporations throughout the world, including industry leaders such as Johnson & Johnson, GE, Procter & Gamble, SAP, and Philips. Many other books discuss how to make creativity a part of corporate culture, but none of them uses the innovative and unconventional SIT approach described in this book. With “inside the box” thinking, companies and organizations of any size can creatively solve problems before they develop—and innovate on an ongoing, systematic basis. This system really works!

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Review

“Among the few ideas that have fundamentally changed how I look at life is the idea that creativity can be simple and systematic. In this book Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential.” (Dan Ariely, author of Predictably Irrational)

“Why wait for a brilliant idea to hit like a bolt from the blue? You can increase the odds of a creative lightning strike just by learning and applying a few simple tools—ones that have proven their effectiveness time and again. The 'inside-the-box approach' described by Drew Boyd and Jacob Goldenberg can reveal key opportunities for innovation that are hiding in plain sight. It’s hard to imagine a real-world problem that wouldn’t be amenable to their approach.” (Daniel H. Pink, author of To Sell is Human and Drive)

“Innovation means a lot of things to a lot of people. Unfortunately, this can make it difficult to actually innovate—especially for big, established companies. Inside the Box uses very practical methods to take the mystery out of innovation and provides a roadmap for getting real results.” (David Butler, Vice President, Innovation, The Coca-Cola Company)

“What’s Inside the Box? In this case, a remarkably original way of thinking about and implementing creativity in the workplace. If you’re interested in gaining a competitive edge over your rivals, open this package (of truly impressive insights) first.” (Robert B. Cialdini, author of Influence: Science and Practice and Professor Emeritus of Psychology and Marketing at Arizona State University)

“Many books are written on the topic of stimulating creativity, but the practical examples provided here make Boyd and Goldenberg’s advice stand out from the crowd. A captivating and fun read that adds insight to product design.” (Library Journal)

About the Author

Drew Boydis assistant professor of marketing and innovation at the University of Cincinnati. He trains and consults in the fields of innovation, marketing, persuasion, and social media. He lives in Cincinnati, Ohio.

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Thanks to Drew Boyd - A global leader in creativity and innovation, teaches us how he learned about Systematic Inventive Thinking and why he feels S.I.T. is the only innovation method that produces breakthrough results for individuals, corporations and governments. Thanks for wonderful book.

Most helpful customer reviews on Amazon.com

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4.7 out of 5 stars
61 reviews

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5.0 out of 5 starsGreat book.

20 March 2017 - Published on Amazon.com

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I've always considered myself creative. I'm a musician and a self proclaimed artist. I am always looking for ways to fuel creativity, and noticed that while lots of books for artists advise on ways to let your creative spirit "flow,"not much is written about HOW to be creative, in practical terms. I found myself thinking in new ways before I even finished the book. I highly recommend this book for anyone of any age.

I have read the book twice - one of those few that I've read twice for the past 10 years. I believe the 5 Thinking Tools or SIT work because (1) they are derived from TRIZ, (2) the examples described, and (3) I tried it myself. I was able to generate some creative ideas for product design and business almost effortlessly and in a short amount of time. The writing style used is clear and free flowing unlike Creativity in Product Innovation (Goldberg and Mazursky) which reads like an engineering textbook. Inside the Box seems to be a rewrite of Creativity in Product Innovation. Although SIT is very useful to generate creative ideas (and is much more effective than other creativity tools out there), I am not convinced that SIT covered enough of TRIZ principles and tools. The last chapter on resolving technical contradictions, for example, is better handled using TRIZ. I would still learn and use TRIZ for the bigger and more complex problems. Boyd and Goldberg did an excellent job in creating innovative thinking tools and communicating these to non-engineers who may not likely hear of, like, or use TRIZ.

No argument that the short stories add some flavor to the reading. But there is nothing new or creative here that differs from the SCAMPER process (Substitute, Combine, Adapt, Modify/distort, Put to other purposes, Eliminate, Rearrange/Reverse) that you can find through an Internet search. And you save the $28.00+ purchase price of the book.

Being a long time follower of Roni Horowitz and his ASIT (ADVANCED SYSTEMATIC INVENTIVE THINKING), and a consistent user of SIT methods in my consulting practice (both in creative aspects and the development of new services), I must say that this book have outstanding information to help readers to enhance their thinking process and defeat mental blockades.The Closed World Principle, and the Tools that are presented are very well explained with the use of real examples.The book is easy to read, but powerful in concepts. I like a lot the two approaches: the one that come for a business world, and the one that comes from "a lab rat", as Goldenberg refers to himself. Being a mix of both worlds, read the stories was delicious.If you want a fresh approach to creativity and innovation, please, read this book.

The authors have good points about innovation... it reminds me of McGyver! Interesting viewpoint on innovation and how to work with what you have. I am not totally sure if good innovation comes from this theory, but the book does present valid argument on the subject. One thing is this book goes against the popular creative thinking of "outside the box". My take on this is that successful innovation is all about timing more so than on the technological advance an idea would make. Some of that is discussed in the book. So it really boils down to is if one is lucky to pick the right time to introduce a right product. One of the best ever invention I came across is the Pet Rock! So far, nothing beats it!